Annual Report & Accounts 2025
Delivering Member Excellence through Innovation and Global Partnerships
Overview:
Ten is combining the latest AI technology with market leading customer experiences, to define the future of premium services for the wealthy and mass affluent.
Our Growth Engine Strategy
Ten’s Growth Engine continues to drive sustainable growth by combining human expertise, proprietary AI, and technology-enabled service delivery:
A blend of expert Lifestyle Managers and scalable AI-driven tools such as Talia, Ten’s AI-powered assistant, delivers personalised and seamless experiences across travel, dining, entertainment, and retail.
Expansion across global financial institutions and premium brands, including new Extra Large and Large contracts in the USA, Europe, and AMEA.
Ten’s platform now integrates advanced AI tools like Ten Guardian, Ten PX, and TenMAID to enhance speed, quality, and personalisation, powering our two-sided marketplace ecosystem.
The global customer experience platform driving loyalty for global financial institutions and premium brands.
Ten operates a proven two-sided marketplace connecting financial institutions, corporate clients, members, and suppliers through proprietary technology and expert human service. We are paid by financial services, funded by corporate clients to drive customer engagement, retention, and loyalty among their customers – Ten’s members.
As the platform scales, growing member demand attracts more high-quality suppliers and creates richer data, strengthening client relationships and creating long-term value
- Expand within existing clients, adding portfolios and broadening coverage across member segments from mass-affluent to UHNW
- Win new clients across financial services and adjacent premium sectors
- Grow revenue while maintaining stable technology investment and improving operating margin
A Scalable Market Opportunity with Strong Growth Potential
- Large, under penetrated market for loyalty and lifestyle programmes with with bluechip financial services
- Rising demand for differentiated, high-value member experiences
- Platform model benefits from scale, supporting global growth
- Proprietary platform and AI systems connect millions of Eligible Members, 50+ corporate clients, and thousands of suppliers
- 27 years of expertise delivered through global Lifestyle Managers across 20+ service locations
- Trusted by the world’s leading financial institutions under multi-year, recurring contracts
- Recurring revenue from platform-as-aservice and technology fees
- Revenue growth outpacing technology
investment, improving operating margins - Predictable cash generation supported
by multi-year client agreements with
contractual minimums
Environmental responsibility
Commitment
We are committed to reducing our environmental footprint and improving measurement accuracy.
We continue to broaden data coverage, automate reporting and engage members in sustainable choices.
Targets
- Achieve carbon neutrality for Scope 2
emissions with verified offsetting - Positively influence members by promoting
sustainable lifestyle choices and helping them
reduce personal carbon footprints
Progress
Conscious Collection expanded by more than 200% to
Strengthening people and global communities
We are strengthening a high-performing, diverse and
inclusive workplace, supported by digital tools such
as HiBob.
We invest in leadership through the Ten
Academy, expand early-career opportunities and
uphold our supply chain to the same standards.
Targets
- Maintain c. 60% female workforce and 50% female senior management
- Continue to develop leaders through the Ten
Academy - Improve community impact through volunteering
and programme
Progress
female representation across the workforce
female representation in senior management
Ten Academy Graduates
Volunteering hours contributed by 114 employees
Governance and data integrity at scale
Commitment
We maintain governance practices designed for
a listed technology company.
An independent, diverse Board, strong compliance culture and AI-supported oversight underpin long-term sustainability.
Targets
- Maintain whistleblowing, anti-bribery, corruption
and modern slavery controls - Apply AI Secure and Responsible Use Policy
across operations - Align with new B Lab standards from 2026
Progress
Leaders trained on Ai
B Corp Certified Score
Completed
Annual reviews of whistleblowing, anti-bribery and modern slavery
Q&A with
Chief Technology Officer (CTO) and Chief Transformation Officer (CTrO)
Jon Mullen
Jon joined Ten in October 2025 as Chief Technology Officer, bringing extensive experience in delivering secure, high-traffic digital products and applied AI solutions, notably at IMG Arena and NowTV at Sky.
With a strong foundation in digital transformation and organisational growth, Jon is committed to driving innovation and operational excellence.
Jon is also a champion of diversity, equity and inclusion, graduate development, and progressive ways of working.
Wei Kuan Lim
Wei Kuan joined Ten in July 2019 and now serves as Ten’s Chief Transformation Officer. He leads Customer Experience, Marketing, Data, and Transformation, and champions Ten’s AI adoption strategy.
With over 20 years’ experience in strategy, product commercialisation, and technology, he has delivered major loyalty and personalisation programmes for T-Mobile, Sainsbury’s and Vodafone.
He holds a degree from Imperial College London, where his dissertation explored the application of neural networks in forecasting.
Jon (CTO):
Generative AI is a clear competitive advantage.
It helps us deliver faster, personalise more effectively, and improve service quality. It also frees our teams from repetitive work so they can focus on creativity and member experience.
Wei Kuan (CTrO):
It’s advantage when used responsibly. Our focus is on governance, process, and learning such that innovation happens safely and creates measurable value for our teams, clients and members.
We are excited to leverage it to create a differentiated product and member experience as demonstrated by Talia, Ten’s AI-powered member assistant.
Jon (CTO):
We think AI first. It’s embedded across design, testing, and deployment.
New tools and approach including agent-assisted-coding and a shift-left approach (moving critical tasks such as testing, security and quality assurance earlier in the development lifecycle) let us build faster, better, and reduce downstream cost.
Wei Kuan (CTrO):
Transformation starts with people. We provide access to external AI learning platforms and internally developed content tailored to Ten’s operational processes to equip every leader and individual to use AI confidently.
Our team supports adoption through process and automation expertise, measuring success by how AI improves outcomes for members and clients.
Key Financial highlights
Leadership Reflections
" Record profitability & continued strategic progress"
"Building profitability through digital innovations and a leading customer experience platform.."
Tech-Enabled Member Experiences
In 2025, Ten delivered groundbreaking innovation:
Now active in:
60 countries, 22 languages, and 43 currencies
Improved AI Technology
A proprietary ticketing marketplace for exclusive events
Awards & Accolades
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